The Importance of Content Marketing During a Crisis

April 13th, 2020

By Skylar Wooden

COVID-19 has transformed our world. As society transforms with it, we’ve shifted our attention toward the “new normal” we’re all trying to find or manage. This crisis has changed society’s perspective, and the way we connect with our audiences must change along with it. That’s where content marketing comes in.

In this article, we’re reviewing why content marketing during a crisis is vital.

1. Staying Ahead of the Curve

During this critical period, many businesses are slowing down their marketing efforts to recalibrate their internal operations. This decision is likely driven by the panicked urge to slow or stop spending. Of course, that reaction is understandable, but you must consider that other businesses are doing one of two things: having the same fear and doing the same thing, or facing that fear with action and using this time as an opportunity to gain the trust of their audiences.It goes without saying that you want to be in the latter of those two categories. Content marketing gives you the tools you need to move forward, stay in your audience’s minds, and be their go-to when the world finds its center again.

2. Bolstering SEO Efforts

Content marketing puts you in front of your audience in numerous ways, one of which is search engine optimization (SEO). Now that your audience is practicing social distancing, they are searching the internet much more frequently. In the past few weeks, have you googled phrases similar to these: Chinese food near me, virtual events for date night, or tips on working from home? By identifying and targeting keywords in your content, you can be there for your customers with helpful information while also boosting your SEO. Not only does Google pick up on quality content, but it also focuses on your activity elsewhere, such as Google My Business and social media outlets. Content marketing provides you with collateral to post to these channels, helping you to cover your bases for a well-rounded SEO approach.

3. Positioning Yourself as a Thought Leader

By addressing your audience’s questions and concerns, you position your organization as a reliable ally. Your audience is looking to you for guidance in areas you can help with, and your reaction to this crisis is something that they will remember—good or bad. If you are going out of your way to provide information, leadership, and assistance, your audience will take note that your organization is one of the good guys, if you will. Let your audience know that you have integrity by providing them with content that helps them through the pandemic in one way or another; however you can.

4. Informing Your Audience

As you think about your audience, ask yourself: What do they need to know? If you are a mental health provider, for example, your audience could be looking for coping skills to handle the pandemic. If you are a realtor, your audience might need to know if now is a good or bad time to purchase a home. Whatever your industry, this pandemic has affected your audience in a way that you can relate to. Level with them, be empathetic, and provide them with the information they desperately need during this uncertain time. Content marketing is a vehicle for you to provide as many people as possible with this essential information.

5. Recreating Your Voice and Tone

The beauty of content marketing is that you can speak on behalf of your organization in its own voice. That voice might need to be adjusted during a crisis situation. If your voice is typically lighthearted or clever, you can use content marketing to show another side of your organization. Channel a tone of empathy and sensitivity. Relate to what your audience is experiencing and send the message that you understand; you’re here for them, and you are a presence of calm and consistency amid what can seem like chaos.

Content marketing is your most powerful tool during a crisis. Through strategically-designed efforts in areas such as blogging, email marketing, and social media, your organization can maintain its brand awareness and provide its audience with the reassurance it needs.